We endowed consumers with conventional apples and auctioned local, organic and organic-local appl... more We endowed consumers with conventional apples and auctioned local, organic and organic-local apples to elicit consumers’ valuation and the response to two experimental treatments: scientific information and taste. For both labels, which participants valued as partial substitutes, positive WTP is conditional on distrusting the governmental food agencies. Information documenting the inconclusive scientific evidence in favor of organic and local production
Over the past two decades, consumer demand for niche products has grown substantially. The primar... more Over the past two decades, consumer demand for niche products has grown substantially. The primary objective of this paper is to disentangle the value consumers place on two prominent food claims, organic and local (defined as Colorado Proud in this study) as they relate to fresh produce. Using primary data from a choice experiment conducted in a grocery store that
We conduct a best worst-ranking exercise to investigate consumers’ perception of the importance o... more We conduct a best worst-ranking exercise to investigate consumers’ perception of the importance of twelve possible actions for a dairy farm engaging in Corporate Social Responsibility. Animal welfare is clearly identified as the most preferred activity and a top priority for most consumers. Sustainable agricultural practices, energy consumption, and waste management are ranked as second, third, and fourth respectively. Company
The authors analyze data from an in-store experiment in Colorado to estimate willingness to pay f... more The authors analyze data from an in-store experiment in Colorado to estimate willingness to pay for local and organic labels in fresh apples, and investigate consumers' motivations. They found that the value of the local trumps that of organic, and motivations for valuing ...
... Copyright 2010 by Marco Constanigro, Stephan Kroll, Dawn Thilmany McFadden, and MarisaBunning... more ... Copyright 2010 by Marco Constanigro, Stephan Kroll, Dawn Thilmany McFadden, and MarisaBunning. All rights reserved. ... Locally Grown No Seal This product was grown within 300 miles and a 6 hour drive of where it was purchased. Page 18. 17 Table 5: Blind-taste rankings. ...
For many geographical indication labelled products, firms can benefit from a reputation for quali... more For many geographical indication labelled products, firms can benefit from a reputation for quality that is derived from both its individual brand and its production region. This paper analyzes the quality choice for a firm whose return to investing in quality is two- fold: collective and firm reputation. Consumer's uncertainty regarding quality is modeled as a time lag between the
ABSTRACT We present a model in which consumers use product attributes (or labels) and their own b... more ABSTRACT We present a model in which consumers use product attributes (or labels) and their own beliefs to form expectations about the quality of a product. We use best–worst scaling to elicit beliefs, and study how information may influence these beliefs. In our ranking experiments, participants sort different milk products according to (perceived) nutritional or environmental quality, and we use the resulting choice data to recover beliefs econometrically. In a nutritional quality experiment, we measure how food labels (i.e. front-of-package, back-of-package and ratio of recommended to restricted nutrients) alter consumers’ beliefs, finding that truthful attribute information may sometimes mislead consumers. The discussion explains how similar experiments could be used to distinguish informative labels from marketing messages.
... in applied hedonic models and it is considered to be the canonical functional form in certa... more ... in applied hedonic models and it is considered to be the canonical functional form in certain applications (Aldy and Viscusi 2008). ... 162 MARCO COSTANIGRO AND JILL J. McCLUSKEY popularity, it is not uncommon for empirical tests to reject the log-linear model in favor of ...
Using a best-worst ranking exercise we compare the inferences made by consumers regarding the nut... more Using a best-worst ranking exercise we compare the inferences made by consumers regarding the nutritional value and healthiness of fluid milk and soymilk beverages under several combinations of three labeling regimes: front label, back label ( including the nutritional information panel), and an index measure of nutrition value, the Ratio of Recommended to Restricted nutrients (RRR score). We find that, when only front label (process) information is available, consumers tend to overstate the relevance of certain product attributes (e.g. organic) and underestimate the effect of others (soy vs. cow milk). Indeed, product rankings significantly change when the information treatment includes the nutritional panel and/or RRR scores (outcome labels). Interestingly, nutritional panel and RRR scores are found to induce similar product rankings. A similar experiment is conducted to measure consumers’ ability to assess the (relative) environmental impact of alternative milk and soymilk produc...
Journal of Natural Resources Policy Research, 2012
Price increases and water use restrictions are two common policy instruments used to reduce water... more Price increases and water use restrictions are two common policy instruments used to reduce water demand during drought. Previous studies have either ignored one of the policies or treated each as independent of the other. We show, theoretically and empirically, that these policies interact in a nontrivial way. Ignoring this interaction has implications for both the estimation of programme effectiveness,
We endowed consumers with conventional apples and auctioned local, organic and organic-local appl... more We endowed consumers with conventional apples and auctioned local, organic and organic-local apples to elicit consumers’ valuation and the response to two experimental treatments: scientific information and taste. For both labels, which participants valued as partial substitutes, positive WTP is conditional on distrusting the governmental food agencies. Information documenting the inconclusive scientific evidence in favor of organic and local production
Over the past two decades, consumer demand for niche products has grown substantially. The primar... more Over the past two decades, consumer demand for niche products has grown substantially. The primary objective of this paper is to disentangle the value consumers place on two prominent food claims, organic and local (defined as Colorado Proud in this study) as they relate to fresh produce. Using primary data from a choice experiment conducted in a grocery store that
We conduct a best worst-ranking exercise to investigate consumers’ perception of the importance o... more We conduct a best worst-ranking exercise to investigate consumers’ perception of the importance of twelve possible actions for a dairy farm engaging in Corporate Social Responsibility. Animal welfare is clearly identified as the most preferred activity and a top priority for most consumers. Sustainable agricultural practices, energy consumption, and waste management are ranked as second, third, and fourth respectively. Company
The authors analyze data from an in-store experiment in Colorado to estimate willingness to pay f... more The authors analyze data from an in-store experiment in Colorado to estimate willingness to pay for local and organic labels in fresh apples, and investigate consumers' motivations. They found that the value of the local trumps that of organic, and motivations for valuing ...
... Copyright 2010 by Marco Constanigro, Stephan Kroll, Dawn Thilmany McFadden, and MarisaBunning... more ... Copyright 2010 by Marco Constanigro, Stephan Kroll, Dawn Thilmany McFadden, and MarisaBunning. All rights reserved. ... Locally Grown No Seal This product was grown within 300 miles and a 6 hour drive of where it was purchased. Page 18. 17 Table 5: Blind-taste rankings. ...
For many geographical indication labelled products, firms can benefit from a reputation for quali... more For many geographical indication labelled products, firms can benefit from a reputation for quality that is derived from both its individual brand and its production region. This paper analyzes the quality choice for a firm whose return to investing in quality is two- fold: collective and firm reputation. Consumer's uncertainty regarding quality is modeled as a time lag between the
ABSTRACT We present a model in which consumers use product attributes (or labels) and their own b... more ABSTRACT We present a model in which consumers use product attributes (or labels) and their own beliefs to form expectations about the quality of a product. We use best–worst scaling to elicit beliefs, and study how information may influence these beliefs. In our ranking experiments, participants sort different milk products according to (perceived) nutritional or environmental quality, and we use the resulting choice data to recover beliefs econometrically. In a nutritional quality experiment, we measure how food labels (i.e. front-of-package, back-of-package and ratio of recommended to restricted nutrients) alter consumers’ beliefs, finding that truthful attribute information may sometimes mislead consumers. The discussion explains how similar experiments could be used to distinguish informative labels from marketing messages.
... in applied hedonic models and it is considered to be the canonical functional form in certa... more ... in applied hedonic models and it is considered to be the canonical functional form in certain applications (Aldy and Viscusi 2008). ... 162 MARCO COSTANIGRO AND JILL J. McCLUSKEY popularity, it is not uncommon for empirical tests to reject the log-linear model in favor of ...
Using a best-worst ranking exercise we compare the inferences made by consumers regarding the nut... more Using a best-worst ranking exercise we compare the inferences made by consumers regarding the nutritional value and healthiness of fluid milk and soymilk beverages under several combinations of three labeling regimes: front label, back label ( including the nutritional information panel), and an index measure of nutrition value, the Ratio of Recommended to Restricted nutrients (RRR score). We find that, when only front label (process) information is available, consumers tend to overstate the relevance of certain product attributes (e.g. organic) and underestimate the effect of others (soy vs. cow milk). Indeed, product rankings significantly change when the information treatment includes the nutritional panel and/or RRR scores (outcome labels). Interestingly, nutritional panel and RRR scores are found to induce similar product rankings. A similar experiment is conducted to measure consumers’ ability to assess the (relative) environmental impact of alternative milk and soymilk produc...
Journal of Natural Resources Policy Research, 2012
Price increases and water use restrictions are two common policy instruments used to reduce water... more Price increases and water use restrictions are two common policy instruments used to reduce water demand during drought. Previous studies have either ignored one of the policies or treated each as independent of the other. We show, theoretically and empirically, that these policies interact in a nontrivial way. Ignoring this interaction has implications for both the estimation of programme effectiveness,
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Papers by Marco Costanigro